As media and sports organizations prioritize digital, video and social media to engage with the highly coveted Gen Z demographic, Professional Bull Riders (PBR) is poised to buck the trend with a new print magazine.
Gold bucklenamed after the PBR World Champion trophy, will release its first issue on December 9th. The semi-annual issue, available on newsstands everywhere for $13.99, will feature exclusive interviews and behind-the-scenes access to bull riding events while showcasing the best of the Western lifestyle, including travel, food, history , equipment and music.
The inaugural issue features interviews with two-time PBR World Champion Jose Vitor and Yellowstone star Cole Houser, a preview of upcoming electric trucks, an article on 10 historic working ranches and an oral history of the PBR’s founding 30 years ago.
“The Western lifestyle was once considered a regional phenomenon, but cowboy culture is no longer just home to the range,” says PBR CEO and Commissioner Sean Gleason. “In today’s culture, that’s the high street. The Western touches all parts of pop culture, entertainment and fashion. Western influences are on Broadway, in TV commercials, and seeping into the rap-filled neighborhoods of Compton and Hot ‘Lanta.
“Some people may see our sport as just riding on the success of Yellowstone, and we’re thrilled to have Cole Houser on our front cover, but as the PBR celebrates our 30th anniversary, we’re helping push cowboys into the mainstream for three decades.”
Started in 1992 when 20 riders from the rodeo circuit branched out to highlight bull riding as a distinct entity, Professional Bull Riders now includes more than 500 bull riders who compete in over 200 annual events in the United States, Australia , Brazil, Canada and Mexico.
A subsidiary of Endeavor since 2015, PBR’s Unleash The Beast Tour and Team Series airs on CBS, CBS Sports Network, Pluto TV, Recast and other networks worldwide, reaching half a billion households in 130 countries and territories.
Off the dirt, the PBR recently opened its 11th PBR Cowboy bar in Huntsville, Alabama, with five more slated to open in 2023.
“We are an ambassador, an influence and a catalyst for the expansion of the western lifestyle and cowboy culture,” says Gleason. “In sports, the PBR now owns the cowboy hat. With this position, we can expand the brand into a variety of areas – whether it’s country cowboy bars, a new magazine, consumer product opportunities or exciting TV and film projects on the horizon.”
Launching a print publication, especially in today’s digital-first environment, will be no easy feat. Estimated revenue from periodicals, which includes magazines, is down 40.5% from $40.2 billion in 2002 to $23.9 billion in 2020, according to the Census Bureau’s Annual Services Survey (SAS). of the US population.
Popular posts including The ESPN Magazine, Playboy and Oh, Oprah Magazine stopped print in 2020 in favor of digital, while Dotdash Meredith recently announced it would stop publishing six magazines, including Entertainment Weekly, Hello and With style.
Despite changes in the way people consume media and rising costs, 60 print magazines launched in 2020 amid the coronavirus pandemic.
Gold buckle is published in partnership with a360media, including the publishers of celebrity and health and fitness magazines Men’s magazine, soap opera digest, Us Weekly and a woman‘c Holy. Approximately 140,000 copies will be produced each.
“There’s always room for high-quality posts full of beautiful photos and great writing,” said a360media President and Chief Media Officer Doug Olson. “Nothing compares to the experience of sitting down in front of a magazine you love. The Western lifestyle is red hot and PBR continues to grow in popularity, attracting millions of avid fans.
“We believe the time is perfect to launch Gold bucklewhich will serve the PBR faithful while introducing the world of Western sports to a new and engaged audience.”